The Australian Grey Nomads--are they who we think they are? Enhancing formative research through the quantitative assessment of psychological constructs.

Issue Addressed: Measures of 'social identity' and 'psychological sense of community' were included within a broader formative research inquiry to gain insight into the identity characteristics and level of connectedness among older recreational road travellers (commonly known as Grey Nomads). The research sought to gain insights on how best to reach or speak to this growing driver cohort.

Method: Participants included 631 older recreational road travellers ranging in age from 50 years to over 80 years.